I heard this brilliant one-liner at a recent conference, and it completely changed the way I look at data.

Nathan Artt taught me a ton when he remarked, “The data you gather should drive us to ask the right questions and not shape the right answers.”

Typically, we take marketing (and all kinds of) data and immediately use it to shape our next steps. 

However, data without knowledge is just what the Bible describes prophecy without interpretation as – useless.

Why people do things a certain way is far more important to understand than what they did. 

Unless we understand the intrinsic motivation behind their actions, we’ll never be able to market a new message to them and change their actions.